Mediative has done a lot of online research over the years, using eye track­ing tech­nol­ogy, remote sur­veys, click map­ping and face-to-face inter­views to exam­ine how peo­ple inter­act with web pages.

Location based marketing has become a critical component of digital marketing strategy. With that in mind, we wanted to examine how peo­ple inter­act with search results from Google Places list­ings to answer these questions:

Using the Tobii eye track­ing tech­nol­ogy in our Toronto office’s Tive­Tank™ research lab, we put Google Places busi­ness list­ings to the test. We also ran the study online and mapped visitor click behaviour. In the study, we cre­ated a sce­nario that included searches across four cities, on a vir­tual road trip.

We looked at the impor­tance of social sig­nals in a Google Places list­ing, the effect of thumb­nail images, and what hap­pens when a list­ing offers more click­able assets.

Here’s an example “heat map” from the study that shows the aggre­gated results of where peo­ple were look­ing on the screen.

The full results of the eye track­ing and click map­ping research will be released in a whitepaper exclusively to Mediative subscribers on November 5th. The whitepaper will include heat maps, click maps, and analy­sis of the results with rec­om­men­da­tions on mak­ing the most of your Google Places list­ing.

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